Essays on Consumer Decision-making - Internal Factors Assignment

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IntroductionIn the field of business, the decision making process of a consumer towards purchasing a certain product or service entails collecting and assessing relevant information concerning the product or service. After that first basic step of the process, the consumer makes choices among the alternative products and services in the market in various organizations, places, and people. The product and service of choice for this essay are the motor vehicle products and services. The essay below seeks to discuss the internal factors that influences a consumer’s decision making process towards motor vehicle products and services.

The essay will also entail relevant theories that are relevant to the internal factors that influence consumer decision making process. The process involves five crucial steps that the consumer has to go through before arriving at the desired product or service to be purchased (Dutta, 2012). The process must first be driven by the need of the product, after which the consumer gathers relevant information regarding the product. After that, the consumer evaluates the alternatives of the product in the market, and then purchases the desired product after making a satisfactory evaluation of the alternatives in the market.

Finally, the consumer must carry out a post purchase evaluation of the product or service purchased. For instance, there are a number of internal and external factors that may influence the decision making process of a consumer towards a specific product or service (Neal, Quester, & Hawkins, 1999). Internal factors that may influence the decision making process of a consumer are factors that are within the customer unlike the external factors that are the surroundings of the customer.

The internal factors have to do with the demographics of the consumer, as well as whom the consumer is. There are a number of theories that are relevant to the internal factors that influence the decision making process of an individual (Gardial, 1986). One of the internal factors is the consumer’s perception about the motor vehicle products and services. A consumer’s perception about a product can be considered as how a consumer processes information regarding the product either consciously or subconsciously. For instance, motor vehicles are of different brands, and these brands are different in efficiency in terms of speed, durability, service delivery, and many others (Mullins & Walker, 2013).

Therefore, if a consumer wants to purchase a motor vehicle product, he or she will have a perception about the product on the above grounds. Suppose the consumer perceives that a certain brand has never been efficient, according to him or her, then the consumer will end up not settling on the brand. If the perception is positive, the consumer will definitely settle for that motor vehicle brand (Dutta, 2012). Motivation of the consumer is another factor that can influence the decision making process of the consumer towards motor vehicle products and services.

Motivation is based on the Maslow's hierarchy of needs as a motivational theory. Motivation tends to relate to a consumer’s desire to accomplish a specific outcome. Studies have indicated that motivation can fall under either external factors or internal factors in affecting the decision making of a consumer (Rotenberg, 1974).

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